Same Budget-Better Results

Maximizing Current Radio Program With Online

                                                       

Objective Of This Proposal……..

Explore some ways to maximize Fry’sFry’s current Radio buy Increase Fry’sFry’s overall Reach and Frequency among

W25-54 Increase Fry’sFry’s Exposure and Impact of their messages Create more consistent exposure to Phoenix’s online market

(71% of the Phoenix market is now online according to

8/03 Nielsen NetRatings Survey)

All Of This With…….

Same Budget-Better ResultsSame Budget-Better Results

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Reach percentage of stations used by Reach percentage of stations used by Fry’sFry’s in the target demo of Women 25-54 in the target demo of Women 25-54

13.712.8

12.2 12.1

9.07.7

0.0

5.0

10.0

15.0

20.0

Weekly

Cu

me R

atin

gs

KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM

% Weekly Reach of Women 25-54

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

28.6

13.712.8 12.2 12.1

9.07.7

0

5

10

15

20

25

30

Weekly

Cu

me R

atin

gs

Azcentral.com KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM

% Weekly Reach of Women 25-54

Compared to Compared to Fry’sFry’s selected radio stations, selected radio stations, Azcentral.comAzcentral.com

is the leader in reaching Women 25-54is the leader in reaching Women 25-54

Fry’s Fry’s maximum net cume reach among Women 25-54using 6 Radio Stations

367,786

Reach Among W25-54

Reach % - 51.2%Reach % - 51.2%

Maximum Net Cume Unduplicated Reach Using – Stations: KESZ, KKLT, KMLE, KMXP, KNIX, KOOL

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

367,786

338,386

300,000

310,000

320,000

330,000

340,000

350,000

360,000

370,000

380,000

390,000

400,000

Reach

W25-

54

Reach Among W25-54 w/ OriginalSchedule

Reach Among W25-54 without KKLT

Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Reach % - 51.2%

Reach % -47.1%

By dropping KKLT from the radio buy, Fry’sFry’s loses only 29,400 Women 25-54 Net Cume Unduplicated Reach

29,400

143,900

0

25,000

50,000

75,000

100,000

125,000

150,000

Reach

W25-

54

Drop in Reach of Radio Among W25-54 without KKLT

Weekly Reach Among W25-54 onazcentral.com

Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

A weekly campaign on azcentral.com will replace KKLT’s reach and gives Fry’sFry’s a new means of reaching the target demo.

367,786

447,049

300,000

320,000

340,000

360,000

380,000

400,000

420,000

440,000

460,000

Reach

W25-5

4

Reach W25-54 w/Original 6 Stations Reach W25-54 w/5 stations +azcentral.com

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Reach % - 51.2%

Reach % -62.3%

Net Cume Unduplicated Reach ComparisonWomen 25-54

KESZ, KMLE,KMXP, KNIX,KOOL, KKLT

Azcentral.com+

KESZ, KMLE,KMXP, KNIX,

KOOL

Estimated Annual Spend For K-Lite Radio Buy $45,000 to $55,000(Four Flights Each Year)

Translates Into A 12-month AzcentralOnline Program

Increase Fry’sFry’s overall Reach and Frequency among W25-54 Increase Fry’sFry’s Exposure and Impact of their messages Create more consistent exposure to Phoenix’s online market

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Sample Radio Schedule:Sample Radio Schedule:Stations Utilized by Stations Utilized by Fry’sFry’s in targeting W25-54 in targeting W25-54

Reach: 30.4% of Women 25-54Frequency: 7 times212.6 TRP’s

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Sample Radio Schedule:Sample Radio Schedule:Stations Utilized by Stations Utilized by Fry’sFry’s in Targeting W25-54 in Targeting W25-54

Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6

Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Sample Radio Schedule:Sample Radio Schedule:Stations Utilized by Stations Utilized by Fry’sFry’s in Targeting W25-54 in Targeting W25-54

Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6

Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4

367,786

468,035

300,000

320,000

340,000

360,000

380,000

400,000

420,000

440,000

460,000

480,000

Reach

W25-5

4

Reach W25-54 w/Original 6 Stations Reach W25-54 w/ 6 stations +azcentral.com

Source: The Media Audit Phoenix, AZ Aug-Sept 2004

Reach % - 51.2%

Reach % -65.2%

Net Cume Unduplicated Reach Comparison Women 25-54 Net Cume Unduplicated Reach Comparison Women 25-54 azcentral.com increases potential reach by over 27%.azcentral.com increases potential reach by over 27%.

KESZ, KMLE,KMXP, KNIX,KOOL, KKLT

azcentral.com+

KESZ, KMLE,KMXP, KNIX,KOOL, KKLT